The Customer Service Cyclein an Eyecare Practice

Great Customer Service = Excellent Patient Care

Your patients expect certain things from your practice,

but just meeting the bare minimum of expectations isn'tenough to make your practice stand out from yourcompetition.

If you really want to make your practice stand out fromyour competition, you need to exceed your patient'sexpectations throughout the entire customer servicecycle.

Exceed Customer Expectations

We're going to walk you through all of the different areasin your practice when customer service is important, anddiscuss a few scenarios that might pop up. We'll start withyour online presence, and guess what? We'll end up theretoo when we are through the cycle!

With the rise of technology, customersoften search online to discover theirhealthcare options. This means thatpatients are forming their opinion of youbefore they ever step into your practice.

The Impression Before the FirstImpression

What does your practice website say about you? Tryexploring your website as if you were a potential patient,or better yet, get feedback from an outsider. Seeingyour website through their eyes can point out whichareas could use improvement and help you makenecessary changes.

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Enhance Your Online Impression

When a new patient enters your practice, itshould be your goal to make them feel aswelcome as possible. Remember that mostpatients have a choice of where they go fortheir eye care, and they picked you.

The First Impression

You should always use age appropriate greetings for eachpatient that enters you practice. Welcome them with asmile, even when talking to a patient on the phone (yes,they can tell).

Tailor Your Greeting

It is important to always be considerate ofyour patients' time, especially in thewaiting room. No one likes to wait, so ifyou're running behind, be sure to updatethe patient, and apologize for anyinconvenience the delay is causing them.

In the Waiting Room

Front desk staff should stay visible while the customeris in the waiting room, making themselves availableto address any needs the patient might have. Nevertake a personal call in front of a patient, and avoidtalking negatively while patients are present.

Maintain Professionalism

If a customer is engaging with the front desk, theytake precedence over any in-coming phone calls. Givethem your complete attention.

In Person Patients Take Precedence

Ask and listen to your patient's needs at thebeginning of the exam in order to providethe best care possible. The ability to readbody language will also come in handy.Understanding what your patients are sayingnon-verbally can help you determineadditional needs the patient may havetrouble expressing vocally.

During the Exam

Your practice's dispensary is probably thebiggest opportunity for creating great customerservice in your practice. This is the stage wherepatients are likely to ask the most questions. If apatient is vocalizing a concern, listen fullybefore responding, you never want to interrupta patient. Utilize internal reporting in yourpractice to keep staff updated so they are nevercaught off-guard by a patient's question.

In the Dispensary

Everyone makes mistakes, what is important is that youare open and honest about them with your customers.Take responsibility, and always admit your mistakes(even if you catch them before a patient does). Whenproposing solutions to your patients, createcommunication, not correspondence. Your customersdon't want an automated response to their concerns.

If a Problem Arises

When offering potential solutions to patients, alwaysuse positive language as opposed to negativelanguage. For example:

"Those frames will be available next month. I can placeyour order now to ensure you get them as soon as theybecome available."

Sounds much better than:

"I can't get those frames right now,

they are back-ordered."

Power of Positive Language

Smile when saying goodbye to your patients.Make sure you thank them for choosing yourpractice, and encourage them to return. Youwant your patients to feel welcomed back toyour practice in the future by leaving themwith a positive impression as they exit.

As the Patient Leaves

If a patient experienced a problem duringtheir visit, make sure you follow up withthem to ensure the concern was addressedand solved. Also, provide opportunities foryour patients to provide feedback on theirexperience in your practice. All customerswant to feel they have a voice in the servicesthey receive, especially in healthcare.

Follow Up & Feedback

There are several ways you can provide feedbackopportunities in your practice.

Some of them include:

Through your practice websiteVia email surveysIn-practice surveys

Ways to Obtain Feedback

It isn't enough to just receive feedback, youneed to use it! Customer feedback can offerimportant insight on which areas yourpractice can improve to better servepatients. Thank patients for providingfeedback, and then show them you arelistening by making the necessary changesin your practice.

Make the Most of Your Feedback

With the advances of technology, morecustomers are returning to online platformsto rate their experiences at businesses. Happypatients equal great online reviews for yourpractice. Customers looking for new servicesread these reviews, and the customer cyclebegins again.

The Return to Online

Since great customer service is important in everystage of the customer cycle, it is the responsibility ofyour entire practice. Make sure you train your staff topractice these important skills that make for greatcustomer service.

EmpathyPatienceConsistencyAdaptability

KnowledgeThick SkinClear CommunicationAbility to Listen

Ensure Great Service Through Every Stage

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